Tapping Into Consumer Emotions
Several years ago, Kinetic Branding first developed the Brand Energy Formula for WindowAlert, a company that makes clear decals so birds can see and avoid flying into windows. The key Emotional Element for the company and their product was "Nurturing," a strong human desire to take care of someone or something other than themselves.
Because of the highly motivating "Nurturing" emotion, Kinetic Branding has designed the company's product packaging to include stunning photographs of the beautiful birds that nurturing consumers long to protect. Kinetic further developed the campaign theme: "Now You Can Protect Wild Birds From Windows" which empowers the customer and gives them a sense of being a hero. Kinetic does not focus on features and benefits of a product as much as the felt needs that a product or service may provide to the consumer.
Shifting the focus onto consumer felt needs, and not on features and benefits, caused more than a 300% increase in consumer sales because the product packaging focused on the object of their heart's desire and not the company's "bottom line."
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